Soft Power: why it matters to governments, people, and brands

 Brand Finance has created the Global Soft Power Index, incorporating the most extensive market research ever conducted on the topic. Join us for our online webinar to learn about the study and discover which nations are Soft Power leaders across economic, social & cultural, and political arenas, and which nations can do more to punch their weight. 

We will explain how and why soft power matters to every nation and its citizens – not to mention any brand or company originating from that nation. Given its importance, a robust system of measurement is necessary to track nations’ performance, and the webinar will outline our measurement principles and our approach, centred on our survey of over 55,000 people – the general public and experts of many hues – from over 100 countries. And of course we will share the key findings and rankings of the Index, as Western influence is challenged by China and other emerging soft power nations. 

We will conclude with a discussion on the impact of COVID-19 and how differences in governments’ management of the pandemic might impact soft power, ahead of our next wave of fieldwork in autumn 2020. 

The online discussion will be led by Steven Thomson, Insight Director at Brand Finance, and Parul Soni, Associate at Brand Finance. 

The hour-long virtual event will include a presentation, followed by an interactive Q&A session.

Please feel free to share the webinar details on social media, using the hashtag #BFWebinar